Malaysian brands show support for all-women expedition to Antarctica

Non-governmental organisation (NGO) All Women Empowerment to Accelerate has unveiled AWETA2018 to send five females on an expedition to Antartica. The project is supported by the Ministry of Women, Family and Community Development.

The project has drawn support from Malaysia brands, including Sides by MW, which came on board as the official corporate clothing sponsor for AWETA2018. Probag Gallery is the official crew apparel sponsor, while Air Bumi is the official mineral water sponsor. Meanwhile, Content Capital and Perniagaan Normahs are also the official sponsors for web services and printing materials respectively.

In a statement to A+M, project director Dato' Noorizah Abd Hamid said companies including Ekovest, PLUS and SME Bank have also made cash contributions towards its Antarctica Charity Run in January this year. Meanwhile, among the list of brands that also offered sponsorships for the run included Touch 'n Go, Yeo's, Tesco, Biosense, Dorsett, Pharmaniaga, Liberrase and FAMA.

AWETA2018 relies on Facebook, Instagram as well as mainstream media outlets including TV talk shows, newspapers and events to raise awareness about the project. The team is also "aggressively approaching and engaging" corporate sponsors to come on board, Dato' Noorizah Abd Hamid said.

She added that the team is currently in talks with a few TV stations to launch a reality TV show, which will feature the final selection of the five candidates. AWETA will collaborate closely with the marketing and branding team from the appointed TV station to approach potential sponsors for the reality TV show. The team will also explore the long term benefits of collaborating with sponsors for the expedition. Promotion for AWETA2018's reality TV show and travel logs will be done via social media.

Dato' Noorizah Abd Hamid said that AWETA2018 is a national mission with the ultimate aim to contribute towards the national agenda on women empowerment. AWETA2018 is on the hunt for five protégés for Malaysian expeditor Sharifah Mazlina Syed Abd Kadir, who conquered the South Pole, North Pole and Greenland. The Malaysian expeditor is currently training selected candidates to go on an expedition to Antarctica to retrieve the time capsule she planted in the South Pole, and plant a new TN50 time capsule.